There it is, hanging on the wall, staring us down—its massive, white face with a blank, squeaky-clean stare. Sitting in its shadow, we spitball and brainstorm while leaning back into the most ergonomically creative position (sneakers up on the table).
It’s our ritual, our process, and the way we tackle each new piece of content. But we need to ask ourselves: with the amount of content we must produce, is the same old process we’ve done for years the best way to move forward?
The scene above is the same in every company. Content creation is seen as a creative experiment, following a linear process that begins with brainstorming, moves into production, gets released into the wild, and then is measured according to its aggregate engagement at a future date.
